Something to chew on: How Mars is going beyond consumer-centricity to better understand human behavior

Room 4 | 9:45 am - 10:15 am | Tuesday, March 28, 2023

The movement towards “consumer-centricity” has been a great step towards brands bringing consumer needs into decision-making within their businesses. However, labeling people as “consumers” forces us to think of them one-dimensionally – as people who use, or could be using our products. Humans are much more than that.

For the last several years, Mars has been on a journey to deepen their understanding of people holistically, versus understanding people as just the category or brand consumers. This transformation has created a deeper empathy and identified new opportunities for growth as a result.

Key takeaways:

  1. Mars’ approach to “human” insights and how you can implement similar programs in your organization.
  2. Examples of how this empathy translates into success, and the outcomes experienced as a result.
  3. Some rules for success when you take these principles back to your own organization.
  4. BONUS: See if you can count how many times we can throw in puns about Gum and Mint.

Case Study Consumers Joint Presentation


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